Marketing research : text and cases /
Boyd, Harper W.
Marketing research : text and cases / Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch. - 6th ed. - Homewood, Ill. : R.D. Irwin, 1985. - xv, 836 p. : ill. ; 25 cm.
Includes index.
Includes bibliographical references.
Marketing research: a tool of management -- Scientific method -- Types of research I: exploratory -- Types of research II: conclusive -- Basic methods of collecting data -- Secondary data -- Decision trees, value of perfect information, and Bayesian analysis -- The marketing research process: planning the research project -- Data collection I: basic forms -- Data collection II: attitude measurement -- Introduction to sampling -- Application of sampling methods to marketing problems -- Data collection and the field force -- Tabulation of collected data -- Data analysis I: tests of significance--sampling statistics, chi-square analysis, and analysis of variance -- Data analysis II: explaining observed differences--cross-tabulation, correlation, and regression -- Data analysis III: explaining observed differences--linear discriminant analysis and automatic interaction detector -- Data analysis IV: identifying interdependencies--cluster analysis, factor analysis, and conjoint analysis -- Research presentation and research process evaluation -- Identifying market segments -- Product research -- Advertising research --
0256031835
Marketing research.
Marketing research--Case studies.
Marketing research : text and cases / Harper W. Boyd, Jr., Ralph Westfall, Stanley F. Stasch. - 6th ed. - Homewood, Ill. : R.D. Irwin, 1985. - xv, 836 p. : ill. ; 25 cm.
Includes index.
Includes bibliographical references.
Marketing research: a tool of management -- Scientific method -- Types of research I: exploratory -- Types of research II: conclusive -- Basic methods of collecting data -- Secondary data -- Decision trees, value of perfect information, and Bayesian analysis -- The marketing research process: planning the research project -- Data collection I: basic forms -- Data collection II: attitude measurement -- Introduction to sampling -- Application of sampling methods to marketing problems -- Data collection and the field force -- Tabulation of collected data -- Data analysis I: tests of significance--sampling statistics, chi-square analysis, and analysis of variance -- Data analysis II: explaining observed differences--cross-tabulation, correlation, and regression -- Data analysis III: explaining observed differences--linear discriminant analysis and automatic interaction detector -- Data analysis IV: identifying interdependencies--cluster analysis, factor analysis, and conjoint analysis -- Research presentation and research process evaluation -- Identifying market segments -- Product research -- Advertising research --
0256031835
Marketing research.
Marketing research--Case studies.